This scale measures how much a consumer perceives a brand as being represented by a collective of human-like characters, rather than as a single anthropomorphized figure or a non-human entity. Puzakova and Kwak (2023) used it to test how collective versus solo anthropomorphic brand appeals interact with gender.
7-point scale (not at all (1) to very much (7))
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was acceptable to strong in the main study and two pretests (α = .85, Study 4; .86 and .93, pretests for Studies 1 and 2), though one pretest fell just under .80 (α = .78, pretest for Study 3; Puzakova and Kwak 2023, p. 108, Web Appendix B). The scale functioned successfully as a manipulation check in Study 4, offering preliminary support for predictive validity. The source of the scale was not identified and is assumed to have been created by the authors.
Puzakova, Marina and Hyokjin Kwak (2023), "Two's Company, Three's a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender," Journal of Advertising, 52 (1), 94-114.
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